A study into guest perceptions of service quality and loyalty in hotels in Harare
This study was aimed at establishing the perceptions of guests towards service delivery in selected hotel restaurants and to ascertain loyalty levels among guests in hotel restaurants. Qualitative methodologies were used to establish customer perceptions of service quality and loyalty in selected...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Exclusive journal publishing house
2016
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| Subjects: | |
| Online Access: | http://hdl.handle.net/11408/816 |
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| Summary: | This study was aimed at establishing the perceptions of guests towards service delivery in selected hotel
restaurants and to ascertain loyalty levels among guests in hotel restaurants. Qualitative methodologies were
used to establish customer perceptions of service quality and loyalty in selected hotel restaurants in Harare.
Semi-structured interviews were conducted with 27 guests. Using thematic analysis, four themes emerged as
guests‟ most important attributes for evaluating service experiences. These are customer service and attitude
of service personnel, cleanliness of staff and of the physical environment, price and food quality. From the
study, it can be concluded that the features of a restaurant establishment are not equally important to guest
when evaluating their restaurant experience but rather the product itself and how it is delivered. It can is
recommended that hotel restaurants in order to improve guests‟ perceptions of service experience and loyalty, need to motivate and empower customer contact employees so that a smooth service is delivered to the guests. Further studies should be done in the form of a comparative study using qualitative and quantitative methodologies to see if they can arrive at the same conclusion. |
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